Given dissimilar market positions of grocery retail formats across Europe, this study links these differences to diverse consumer preferences. Based on the preference concept, data from a conjoint analysis survey among 440 customers in France and Germany indicates significantly different national preferences for retail format features. A comparison of preference data and the national market shares of different retail formats shows evidence for the hypothesized relationship. The contribution of the research findings is therefore to improve the understanding of consumer related factors influencing national market success of different retail formats and to derive implications for grocery retailers to better adapt their formats to the market preference structure.